But James isn’t alone. In a new study, many top U.S. athletes, from Peyton Manning to Serena Williams, were all over television promoting food and drinks, most of which aren’t very healthy.

“We see these people — they’ve obviously (reached the top) of sports achievement, they’re obviously living a healthy lifestyle — and they’re endorsing these foods. And that kind of lends an aura of healthfulness to these foods and beverages that they don’t deserve,” said Emma Boyland, from the University of Liverpool in the United Kingdom.

“The message is really getting mixed up,” added Boyland. She studies marketing and children’s food choices but didn’t work on the new research. Continue reading →